Pampers cashes in on the Olympics…. as Paula Radcliffe"s son unveils Union flag "GB" nappies

Are those for the 100m front crawl Now even Pampers cashes in on the Olympics…. as Paula Radcliffe's son unveils Union flag 'GB' nappies

UPDATED:

14:00 GMT, 2 April 2012

As the world's greatest athletes descend upon London for the 2012 Olympics, it seems most brands have been keen to cash in.

Sporting goods companies, travel agents, banks and fast food chains are all racing to profit from the upcoming event.

And now even nappy manufacturers Pampers are trying to get in on the action.

Paula Radcliffe with 16-month-old son Raphael, who is wearing Pampers special 'Olympics' nappies

The P&G brand has enlisted the help of marathon runner Paula Radcliffe to promote the limited edition nappy, created especially for the summer games.

The product, retailing at around 6.49 for a carry pack, features a red polka-dot Union flag and blue and white detailing – with GB printed on the back.

Paula, a mother-of-two, posed up with her 16-month-old son Raphael for a photoshoot unveiling the GB Design Active Fit nappy, allowing mums and babies to 'show their national pride.'

Paula, a mother-of-two, is the current women's world record holder in the marathon and is hoping to win her first Olympic medal this summer

The mother-of-two, 38, says: 'As an Olympic Games athlete I know how effort and determination can help us reach our full potential.

'As a mum I see the same determination in my children as they learn to overcome every day challenges through play.

'I understand the importance of having the right kit to help me achieve my athletic potential.'

The product, retailing at around 6.49 for a carry pack, features a red polka-dot Union flag and blue and white detailing – with GB printed on the back

Paula is the current women's world record holder in the marathon and is hoping to win her first Olympic medal this summer.

Created with the help of baby development expert, Dr Maggie Redshaw, the campaign provides parents with tips and advice on how to encourage their babies' play, through a series of online videos, featuring Paula Radcliffe and her son, Raphael.

Dr Maggie Redshaw, says: 'With every playtime your baby is learning more and conquering his every day challenges, from scaling the sofa to running down the hallway. It's important to reward these achievements as well as encouraging them in moving onto the next stage.'